So What IS in a name?

I have been doing business as "New Byzantium Designs" for over 2 years. I am now taking the plunge to change my business name to "LadySmyth Metals" and yes, I do know all the very good reasons not to do this. But there are even better reasons to change the name. In the course of the last 2 years I have come to what I believe is a very well considered conclusion that "New Byzantium Designs" is unpronounceable, unmemorable and uninformative. I have heard way too many potential arts-and-crafts show clients stumble over the old name and found myself mentally gritting my teeth every time. Whenever I visit my local fixture supply house, the manager always inquires whether I have "gotten rid of that awful name yet?" (Well, I guess he rembers it, but for the wrong reasons.) Friends and family had doubts about the old name right from the beginning. Soooooooooooo, here we go! Good-bye, "New Byzantium Designs" and hello, "LadySmyth Metals."